As a member of the universityâ™s Marketing and Communications department (M&C) headed by the Senior Vice President (SVP), the Senior Director of College and Enrollment Marketing defines the strategy and oversees implementation of marketing plans to promote The New Schoolâ™s colleges, fields of study, and academic degree programs in alignment with overarching university marketing strategic objectives and enrollment goals. This position reports to the Vice President of University Marketing (VP).Â
A strategic thinker, strong communicator, and active listener with sound judgment and tact, the Senior Director works with the VP to ensure the university brand positioning is translated for the colleges/schools and individual degree programs, in close collaboration with the schoolsâ™ Program Directors to ensure clear communication of the universityâ™s academic approach and benefits, and in partnership with Strategic Enrollment Management (SEM) to align marketing strategy with recruitment goals. The Senior Director has accountability for identifying insights about prospective students that ensure their needs and motivations are forefront in guiding marketing messaging and creativity, and for identifying differentiating and compelling ways to motivate candidates to engage with The New School.Â Â
The Senior Directorâ™s portfolio includes undergraduate colleges, graduate schools and degree programs, and academic activities relevant to prospective students such as select research projects and faculty-led events, and oversight of the university merchandise initiative. They work to turn market and audience insights into prospect-centric strategy and marketing ideas that efficiently drive prospective students into the admission communications pipeline. Reporting to the Senior Director are the Associate Director of University and College Marketing and the Digital Marketing Manager for Academic Programs.
The Senior Director is a results-oriented leader with a keen perspective on competitive offerings across the higher ed landscape, the distinct needs of prospective students, and a deep understanding of The New Schoolâ™s academic portfolio. The Senior Director will lead strategic planning and collaborate with M&C peers in the execution of integrated holistic, marketing campaigns that help the university achieve its enrollment goals. Also essential is partnership with the deans, faculty, and Provostâ™s Office as the creators of the universityâ™s academic offering, as well as Admission Directors who are the key connectors with individual prospective students.Â
As the university expands its offering to new audiences of adult students, the Senior Director will partner with their counterpart in Continuing and Professional Education to ensure audience targeting is strategic and The New Schoolâ™s programs are presented in ways that are most relevant and compelling.
The New School is strongly committed to diversity and inclusion in the workplace and particularly seeks applications from members of underrepresented groups, as well as candidates who share this commitment.Â
Collaborate with and support academic and enrollment leadership in defining and delivering on the overall vision for the collegesâ™ unique contributions to the larger university.
Develop a marketing budget and plan tied to key enrollment objectives and provide market research on student and labor trends to inform program development and marketing.
Partner with AVP of Enrollment Services and Admission Communications to develop messaging that is consistent across paid media, and Admission email campaigns and admission events
Make recommendations on systems and infrastructure improvements in the areas of marketing, marketing automation, web platforms, market research, audience insights, and data collection and analysis. Assist with or oversee implementation efforts.
MARKET AND AUDIENCE INSIGHTS
Initiate and analyze quantitative and qualitative research, and investigate/source external database options that can provide quantitative market intelligenceÂ
Partner with academic program directors and the Provostâ™s Office to provide essential marketplace data and insights to the development of new programs and ensure ongoing relevance of all program offerings.
MARKETING PLANNING AND IMPLEMENTATION
Strategic consultation with internal stakeholders (e.g., SVP, VP, school leadership, SEM) during each phase of implementation of the marketing plan
Author strategic guidelines, lead creative briefings and work closely with M&C Creative and Digital Engagement teams in their development of printed and digital/video recruitment materials, website presence and external campaigns (e.g., advertising, sponsored content, and events)
Oversee M&Câ™s support of prioritized degree programs and new program launches including recruitment materials and website presence, and supervise Digital Marketing Manager, Academic Programs in establishing success metrics in alignment with enrollment and university marketing goals, optimizing media buy performance, and publishing regular reports to VP and SVP
Partner with VP in assessment of paid media providers and research suppliers, and act as primary point of contact
Collaborate with M&Câ™s Marketing Analyst and Online Marketing Platforms on strategy for marketing functionality/framework for the collegeâ™s websites and degree program pages and search engine optimizationÂ
Collaborate with VP on strategic development of campus branding and messaging inside the University and Welcome Centers. Oversee creative development and implementation.
Bachelorâ™s degree in marketing, communications, liberal arts, or related fieldÂ
7 â“ 10 yearsâ™ experience in a leading role in marketing or advertising and media/communications planning
Demonstrated track record in designing and leading digital marketing initiatives (such as web-based marketing, social media, paid search, and SEO), including identification of vendors and analysis of performance and return on investment.
Deep understanding of data analytics and insights that inform marketing planning
Demonstrated track record in acquisition or conversion campaigns
Strong interpersonal skills including the ability to interact effectively across all departments of the university
Exceptional and persuasive presentation skills
Deep interest in higher education and an understanding of and personal commitment to the mission and vision of The New School
Ability to adhere to University COVID-19 Policy
Experience in higher education or at a non-profit organization is a plus
Advanced degree in a related field.
Hybrid/Remote - Employees hired for this position primarily work remotely with the occasional on-campus presence required with advanced notice. Employees in this role will also be expected to use their best judgment to be on campus when necessary in order to best fulfill the responsibilities of their job descriptions.Â
The New School, a leading university in downtown New York City, offers degree and nondegree academic programs in design, the social sciences, the liberal arts, management, the arts, and media. Students benefit from small classes, superior resources, and renowned faculty members who practice what they teach. Continuing education courses and public programs place the university at the center of New York’s cultural and intellectual life.